Google is further integrating the Publisher Provided Identifier into its Ad Manager, aiding publishers' first-party tracking in lieu of third-party cookies (Sarah Sluis/AdExchanger)

Sarah Sluis / AdExchanger:
Google is further integrating the Publisher Provided Identifier into its Ad Manager, aiding publishers' first-party tracking in lieu of third-party cookies  —  The PPID's technical setup works like this: the publisher will create a unique ID for users, based on a first-party cookie or a log-in ID.